12th edition
17
Designing and Managing
Integrated Marketing
Communications
Kotler
Keller
Chapter Questions
What is the role of marketing
communications?
How do marketing communications work?
What are the major steps in developing
effective communications?
What is the communications mix and how
should it be set?
What is an integrated marketing
communications program?
17-2
Marketing Communications
17-3
Public Relations
Press kits
Speeches
Seminars
Annual reports
Charitable donations
Publications
Community relations
Lobbying
17-5
Direct Marketing
Catalogs
Mailings
Telemarketing
Electronic shopping
TV shopping
Fax mail
E-mail
Voice mail
17-6
17-7
17-8
Image
17-10
Communications Objectives
Category need
Brand awareness
Brand attitude
Purchase intention
17-11
17-12
Creative Strategy
Informational and transformational appeals
Positive and negative appeals
Fear
Guilt
Shame
Humor
Love
Pride
Joy
17-13
Ad Tagline
We Try Harder
17-14
Message Source
Celebrity Characteristics
Expertise
Trustworthiness
Likeability
17-15
17-16
17-17
17-18
17-19
Objective-and-Task Method
17-20
Characteristics of Communications
Advertising
Pervasiveness
Amplified
expressiveness
Impersonality
Sales Promotion
Communication
Incentive
Invitation
17-21
Characteristics of Communications
Public Relations and
Publicity
High credibility
Ability to catch buyers
off guard
Dramatization
Events and
Experiences
Relevant
Involving
Implicit
17-22
Characteristics of Communications
Direct Marketing
Customized
Up-to-date
Interactive
Personal Selling
Personal interaction
Cultivation
Response
17-23
Factors in Setting
Communications Mix
Type of Product Market
Consumer Readiness to Make a Purchase
Stage in the Product Life Cycle
Market Rank
17-24
17-25